Online Identity Management, Reputation Management and Brand

By Gadook

Design Management Journal, Winter 2003 by Powell, Earl N

FROM THE PRESIDENT

My parents used to say, “Take care of your reputation.” It was a rather abstract notion for me at the time, but somehow I sensed its value. Now that I have a much broader understanding of what my parents meant, I can see what good advice it was. Still, building a reputation and taking good care of it often seems such an obvious necessity that it is easy not to give it much attention. Even so, the value of reputation and the ways in which it is developed still interest me, long after my parents’ admonitions.

To look at reputation from a slightly different perspective, consider two important aspects of an organization. One has to do with the evolution of its core values and beliefs, the other with the influence those values and beliefs have on decisions made within, as well as outside, the organization. For example, a company may be obsessed with the details of every point of contact with customers or potential customers, and yet treat its employees cynically. Another company may treat its employees with respect and work well with its vendors, but manufacture products that don’t meet its customers’ needs. In both cases, there is a disconnect between core values and results. The ideal is an organization that orchestrates and integrates its attention around a set of core valuesalways staying aware of the big picture.

From my perspective, the idea and benefits of having and maintaining a good reputation translate very well to the concept we refer to as brand. We have seen this word used to discuss everything from toothpicks to national pride, and I wonder often whether it is overused. There are so many publications, seminars, consulting offerings, and discussions that focus on brand. Perhaps it is time to let reputation creep back into our conversations.

I find that people who articulate concepts most effectively tend to stay away from jargon, choosing language and examples that are simple and appropriate. How do you feel about the use of that all-encompassing word-brand?

Earl N. Powell

Copyright Design Management Institute Winter 2003

Published by Gadook in Online Identity Management, Reputation Management, Reputation Management and Brand